CETV, a part of the Tom Group controlled by Hong Kong billionaire Li Ka-shing, plans to enhance its digital media content to attract more viewers in the highly regulated mainland market and grow the loss-making business.

Anthony Tse, president of CETV, told China Daily that expanding penetration on the mainland and building brand awareness outside southern China are at this stage more important than making money.

CETV, about 36 percent owned by Time Warner, is one of the few overseas television broadcasters focused on the mainland.

Others include Star Group Ltd and Channel V, owned by News Corp, and Viacom's MTV channel.

CETV's viewership has been mostly limited to Guangdong Province and premium hotels in other regions, so further penetrating the market has become an important direction.

"It is not impossible that someday we will get 30 percent or more of revenue from digital media," said Tse.

Last year, CETV's revenue from digital media tripled, accounting for about 15 percent of its HK$94 million total revenue. Some 4,000 hours of programming was shown and more than 3,000 hours of content was sold to Internet websites or mobile service operators like Sina.com.

The station premiered a new program on Tuesday, Big Time Spender, in cooperation with Swedish production company Bringiton AB.

The reality show competition follows 32 people who participate in a shopping contest for a final prize of 1 million yuan.

Advertisers will be able to embed their products in the show, offering a different form of building consumer awareness than traditional advertising.